Client Name

Millac Foods Pvt. Ltd.

Faculty Advisor

Dr. Amer Iqbal Awan

SBS Thought Leadership Areas

Investment Decision Making

SBS Thought Leadership Area Justification

The project caters two Leadership Areas namely Behavioural Studies and Investment Decision Making but the main focus is on the latter one. In our research we interviewed children and analysed their behaviour and choices. The campaign ideas we recommended puts the company in a position where they have to decide whether they will invest or not in our idea, We facilitated this decision by providing all necessary details of the idea including budgeting. We facilitated the "Investment Decision Making" process.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

The project is aligned with 3 SDG's. Firstly, the goal "Good Health and Well Being" is catered. Second we have goal "Decent Work and Economic Growth". Lastly, we are aligned with goal "Responsible Consumption and Production". The last one is the most relevant to this project as the campaign's are incentivizing consumers to return empty GRO packs which will reduce disposal of the packaging and will encourage responsible consumption behaviours.

NDA

No

Abstract

The Purpose of this ELP is to generate 3 successful but realistic redemption campaigns of brand GRO’s 900g Pack that is backed by research and can be deployed by Millac Foods Pvt. Ltd. to provide brand experience to consumers as part of their redemption activation plan. The main objective was to benchmark other redemption campaigns (both global and local) and to assess what gifts will attract consumers. These objectives collectively helped to serve the main purpose of the project. The main deliverables were 1) a report including all details of all 3 campaigns and 2) a presentation to be given to the internal stakeholders explaining the whole plan. The report goes through literature and figures out what are the best global practices to take into account when implementing a redemption strategy. The Project includes both primary and secondary research. The target audience consists of kids aged 5-15 from SEC A, B and C. The Primary research entails one-on-one interviews with the target market at schools and interceptions at public places. The secondary research focuses on competitor analysis as such that it goes through successful previous redemption campaigns launched locally and figures out “what works” and “what fails” from the campaigns in the local context. These researches combined provide significant insights as to how the campaigns should be structured for them to succeed. The research showed that the Gen Alpha's gift preferences are clearly differentiated by gender, class and value tier. For high value gifts, boys preferred gaming and tech products meanwhile girls preferred a blend of role play and mobility based products. SECA children liked premium, immersive tech and novelty items while SEC B/C children chose aspirational yet practical rewards such as sports related gifts. At the low value level, boys choose sports and interactive toys while girls choose comfort and utility items which reinforces the idea that the campaigns need to include a diverse array of gifts. From the secondary research it was concluded that local campaigns that have 1) instant entry mechanics, 2) culturally tuned prizes, 3) fast gratification, 4) public proof winners and 5) emotional relevance work meanwhile campaigns that have cumbersome sign-ups, generic prizes, lack of transparency, complex redemption process and low perceived value fail. These findings helped us recommend 3 realistic and innovative redemption campaign strategies. The first campaign is named “Har bacha karega GRO” and is school centric. The next campaign is the “scratch and save” campaign focusing on transparency and existing customers. The last campaign idea is called “Wapas lao, Inaam Pao” which focuses on instant gratification at the retailer end. These campaigns are innovative, backed by research and incorporates real world context.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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